CENTER FOR STUDENT MEDIA
Student Fees Advisory Committee (SFAC)
One-Time Allocation Request FY 2014 & FY 2015
Mobile Application Pilot Project
Center for Student Media FY 14 and FY 15 OT Request: Mobile Application
As part of the Student Media Task Force recommendations introduced last year, mobile applications were
identified as a new programmatic component that should be pursued in order to accomplish two things: 1)
provide students with access to emerging media technology and concepts, and 2) tap into mobile audience
demand and open up new sales opportunities.
Neither of these opportunities made available by simply participating with the SGA “Redline” app, which
is not open to being used as an advertising platform. However, The Daily Cougar and potentially Coog
Radio are involved in the “Phase 2” of Redline, and the CSM is supportive of these efforts.
However, the role of mobile in shaping the future of student media cannot be understated. National
revenue projections in mobile advertising (shown below) are expected to triple in the next three years.
Without a dedicated app for student media to use for selling advertising or bundling with current
advertising programs, the department and its organizations stand to lose out on potential revenue over the
next few years.
This request is intended to sustain a mobile application revenue project that the CSM would ideally
launch in FY 14. With two years of development, user data and attempts to generate revenue, the CSM
will have a better idea of what it will take to generate revenue in mobile. Ideally, these applications can be
self-funded through generated revenue long-term.
The CSM has identified an application platform, Shoutem.com, that would allow a student designer and a
content coordinator to produce a mobile application that could be featured in the Apple and Android app
stores at a fraction of custom development costs. The app could utilize existing content or contain unique
content, ranging from articles and photos, to interactive social networking, to photo sharing, to radio
streams and video. Other features that would appeal to advertisers include interactive maps and listings,
Center for Student Media FY 14 and FY 15 OT Request: Mobile Application
sponsored home screens, and push notifications. These are exactly the kinds of tools the CSM needs
access to in order to innovate and develop new revenue sources.
Other universities with student media apps are typically using them to showcase their student newspaper,
radio station and television content. While that is a good feature to provide, the CSM believes that a more
viable app program would target apps to specific populations and needs. The following has been
identified as a potential application:
o
Gameday: By pulling together Daily Cougar, SVN and Coog Radio sports content and by
tapping into the fan base, the CSM could offer a sports-centered app that provides continuous
information about UH Athletics. While UH already has a sports app provided through its own
vendor partnerships, the CSM app would be unique in that it would provide an outlet for studentproduce content exclusively. The app could feature play-by-play coverage of sporting events
year-round, photos submitted by app users, “chatter” by fans inside the app, a schedule and map
of athletics events, and more. As an example, here is UCLA’s Bruin Football app, a model the
CSM would follow.
Fig. 1 Bruin Football app home screen
Fig 2. Bruin Football app menu
The plan would be to develop a prototype ahead of the 2014 school year. The following cost structure has
been estimated.
Center for Student Media FY 14 and FY 15 OT Request: Mobile Application
FY 14
FY 15
$588.00
$600.00
$588.00
$600.00
$650.00
$1000.00
$785.00
$3,623.00
$650.00
$1000.00
$785.00
$3,623.00
Admin charge
$217.38
$217.38
Total per year
$3,840.38
$3,840.38
Mobile production costs
Application build/management software – Shoutem – 1 app
Design / Production hours (60 hrs est.)
Content production (articles, data collection, etc.)
Marketing collateral/promotion
Announcement postcard to business/departments
Subtotal
Outcomes/ROI
The app produced by CSM would be analyzed for potential in terms of audience growth and sponsorship.
Long term, the CSM believes the mobile initiatives should be able to be self-funded through generated
advertising sales or sponsors. However, this relatively small investment from SFAC will allow the CSM
to enter a phase of innovation and experimentation.
To make an application that becomes a viable advertising vehicle, the CSM would seek to achieve 2,000
downloads of the application in the first year and 2,500 in the second year. However, the number of active
users per month will be the biggest metric in determining advertiser interest.
In addition, the CSM would involve students as much as possible in the design and production of material
that goes into the app, while CSM staff would be responsible for the technical maintenance of certain
aspects of the app.